Epiroc is a Swedish manufacturer of mining and infrastructure equipment. Previously, client communication was characterized by “one content fits all”. But Epiroc has several different target groups – from large companies to self-employed, from top management to operators who handle the equipment. They all have different needs and work in different roles and functions. However, a target audience that needed to be prioritized more strongly are the drilling operators because their influence on purchases has grown significantly.
Together with Splay One, Epiroc developed a multi-channel strategy based on the established content concept Bitz Magasin. A new content platform for articles, bitzmagasin.se was launched as a cornerstone of the updated content universe. The newsfeed on Instagram focuses on operators, an email newsletter is distributed mainly to small companies, and a printed premium magazine was tailor made for purchasing managers at large companies. The podcast Borrmästarpodden was launched for drilling operators, starring Epiroc’s own expert in rock drilling along with various guests revealing their personal me and my machine-stories.